tw3c #15: Arsenal FC's stellar fan experience, making money with your project & creating experiences w/ Enefty

Welcome and GM to The Web3 CRM Brief - or short, tw3c.

tw3c is the number one Web3 CRM newsletter for founders and marketers who want to learn how to launch and scale a Web3 product or service with CRM tactics. In this newsletter, I'll share the most interesting stories about

👋 community engagement📊 on-chain wallet data & analytics⛓ tool tipsand actionable best practices to make the most of your Web3 communities!

👋 One Best Practice: Arsenal FC Creates Stellar Fan Experiences - And It All Starts With NFT Ticketing

Does this sound like a weekend to your taste?

You're spending the day with a group of friends. Sunshine, cold drinks and some fries to cheer on your favorite sports team.

They win.

Can't get any better?

It can.

English football club Arsenal FC takes fan experiences to the next level. And it all starts with NFT ticketing. Let's take a closer look at their go-to-market approach to adding a layer of Web3 technology to create exceptional experiences and how you can emulate it:

• The Gunners launched 400 tokenized Arsenal Journey Passes in cooperation with their launch partner Staynex, a blockchain-powered travel company, who contribute to the NFT utilities.

• To introduce the passes to their audience, they used a raffle to build hype and FOMO, capitalize on the principle of scarcity, and lower the barriers to entry by giving away some of the passes for free. Nothing to lose, but everything to gain.

• They made what's at stake so attractive that Arsenal fans don't care about wallet creation, which blockchain they're on or the likes. Who can say 'no' to free match passes, box seats and 5-star accommodations?

• Finally, they consulted with Web3 Launchpad and consulting firm Enjinstarter to ensure that the technical side of the process was in place for a smooth launch.

👉 Evaluate and assemble a network of service providers who can add utility or take over parts of the process you can't cover yourself. 👉 Add as much value as you can to your NFTs with as little consumer commitment upfront to increase the likelihood of adoption whether or not your audience is Web3 native. 👉 Keep it simple at the beginning and use pilot scenarios with lower availability to test GTM strategies and target groups and not overwhelm yourself with technical matters right at the beginning.

Bonus: Combine the above approaches with the ability to rent out NFTs like the Arsenal Journey Pass to friends and family, which is possible with the new ERC-4907 token standard, and you get a huge brand value multiplier for reach per fan.** More on this next week.

📊 One Metric To Consider This Week: ARPPU

Creating experiences that not only leave your audience in awe, but make them want their friends to see it, too, are essential to set your project or service up for success.

But we also live in a world where there are bills to pay. Therefore, it is important to target and reach an audience that ultimately offers the greatest product-market fit and the highest likelihood of converting users into paying users.

If you're looking to understand how well you're achieving this, a metric to consider could be average revenue generated per paying user over a specific period of time (ARPPU).

Those who work in subscription-based businesses are probably already very familiar with this metric from the web2 world. It helps you understand the overall value of your customer base and how much each customer is worth to your business.

Rule of thumb:

• High ARPPU: you are generating significant revenue from your customers

• Low ARPPU: you may need to adjust your pricing or marketing strategies to generate more revenue

• Use these insights to identify which segments of your customer base are generating the most revenue to target those segments for further growth

⛓ One Tool To Look At This Week: Enefty

"All benefits of web3 and none of the pains."

That's what this week's tool recommendation Enefty offers. And with that, you may already have the first piece of the puzzle for your network of service providers?

✅ Let your customers pay with credit card and create wallets with an email✅ Attach utilities to your NFTs with just a few clicks✅ Easily proof ownership of customers✅ Get additional engagement insights✅ No-code, low code

Kudos to Giorgi & team for building this :)

Thanks for reading! I hope you found it helpful.

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Until next week,Lea

P.S.: What to read next today? 👇